08 set - Parma
Barilla Group
We are looking for a Marketing AI Adoption Senior Manager, based in Parma.
Job Purpose
The role acts as Marketing AI Adoption Senior Manager, leading Barilla’s analytics and AI transformation of Marketing, from content creation and localization to AI search visibility, workflow redesign, capability building and responsible AI adoption.
The position is responsible for owning the Marketing AI roadmap and translating it into a clear delivery plan covering priorities, pilots, adoption and scale, in alignment with the broader Barilla AI program approach across training, policy and technology streams.
The role connects Marketing, Digital, Data/Tech, Legal and agency partners to deliver practical execution at pace, while ensuring trustworthy AI governance, measurable outcomes and consistent ways of working across markets.
Main responsibilities
- Own the Marketing AI roadmap and translate it into a clear delivery plan, including priorities, pilots, adoption and scale, while embedding a repeatable test-and-learn operating rhythm.
- Lead AI-enabled content development and build an AI content engine approach across copy, images and assets, moving from exploration to impact through structured phases such as Define, Design, Develop and Deploy.
- Ensure content is localized for markets, including language, cultural nuance, regulatory constraints and channel requirements, with clear workflows for briefs, reviews and approvals.
- Embed guardrails and disclosure practices for external use of GenAI-generated content and align agencies on acceptable use.
- Oversee the SEO/GEO/AEO agenda and contribute to the task force model through knowledge sharing, coordinated execution, consistent measurement and market activation.
- Support the translation of GEO evidence and audits into a content influence plan that improves trusted citations across markets and engines.
- Define GenAI-related KPIs, tracking workflows, reporting cadence and action loops, coordinating internal teams and partners t
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